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Sol de Janeiro is partnering with Channel 4 on The Guest List, a five-part branded micro-drama commissioned by the broadcaster and produced by Curly Media. The series will debut on Channel 4’s TikTok, YouTube and Meta platforms from 24 October, alongside promotion of the fragrance brand’s Intense Perfume Mists.
Sol de Janeiro is launching a five-part branded micro-drama with UK broadcaster Channel 4, using the series to promote its new Intense Perfume Mists. Called The Guest List, the show is scheduled to debut on Channel 4’s TikTok, YouTube and Meta social platforms from 24 October.
The series was commissioned by Channel 4 and is being produced by Curly Media. Its cast includes British actresses Deba Hekmat and Jadesola Odunjo, alongside Mia Ito Smith and Felicity Ali. The report identifies the latter two as up-and-coming talent.
The Guest List follows a group of young women through friendship, ambition and everyday decisions. Its stories include career dilemmas, new crushes and getting ready for a night out, with events unfolding partly through the characters’ group chat. Sol de Janeiro described the project as a character-led way to create a more immersive fragrance discovery experience; that is the brand’s stated aim, not an independently measured result.
The campaign is tied to the brand’s Intense Perfume Mists, a richer-scent collection released in August. The collection includes Cheirosa 62, Cheirosa 59 and Cheirosa 91, as well as Cheirosa 74, which the source describes as a golden gourmand fragrance with notes of ripe pineapple, orange flower and a solar ambery accord.
The project brings a consumer brand into a format associated with short, episodic viewing on social platforms. Rather than relying only on conventional product-focused advertising, Sol de Janeiro is attaching its fragrances to a scripted story and cast of characters. The company says it wants the storytelling to build emotional connections and make fragrance discovery more immersive; whether viewers respond to the series as entertainment, advertising or both remains to be seen.
For Channel 4, the commission marks a new step in its branded-content work. Ameenah Taher, the broadcaster’s digital commissioning executive, called it Channel 4’s first branded micro-drama foray. The development may be relevant to other advertisers and media companies exploring short-form narrative content, though the announcement provides no audience projections or performance targets.
Sol de Janeiro Intense Perfume Mist Cheirosa 62
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The Fragrance Collection Behind the Story
The series is linked to a collection of four fragrances that Sol de Janeiro released in August. Three are existing scents—Cheirosa 62, Cheirosa 59 and Cheirosa 91—while Cheirosa 74 is the new addition named in the report. The campaign’s fictional characters are intended to capture the “essence” of the fragrances, according to the source report.
Sol de Janeiro is owned by L’Occitane. The source positions the campaign within the growing popularity of short-form entertainment, but supplies no audience data or broader market figures. The confirmed details are the format, production partners, cast, promotional link to the fragrance range and planned social-platform release.
““The Guest List is our chance to challenge what beauty content can be.””
— Rebecca Pollard, Sol de Janeiro’s director of marketing and consumer engagement for the UK and Ireland
Audience Reach and Results Remain Unknown
The announcement gives a release date and platforms, but does not specify the episode lengths, posting schedule or whether the episodes will be available beyond Channel 4’s social accounts. It also does not provide a trailer, campaign budget, expected audience figures or targets for sales and engagement.
The brand’s stated goal of creating emotional connections and a more immersive fragrance discovery experience is a campaign rationale, not evidence of audience response. Viewership and commercial results will depend on how the series performs after release; no results are available in the source report.
Episodes Begin on 24 October
The Guest List is due to begin appearing on Channel 4’s TikTok, YouTube and Meta platforms from 24 October. The source does not set out the dates for each of the five parts, so the full release schedule has not been confirmed in the supplied material.
Further details to watch for include episode timing, audience response and any figures the broadcaster or brand later shares about the campaign. For now, the confirmed next milestone is the social-platform debut, with the series serving as a promotional partnership between Channel 4 and Sol de Janeiro.
Key Questions
What is The Guest List?
The Guest List is a five-part branded micro-drama made for Sol de Janeiro in partnership with Channel 4. It follows a group of young women through friendship, career questions, crushes and preparations for a night out.
When and where will it be released?
The series is scheduled to debut from 24 October on Channel 4’s TikTok, YouTube and Meta social platforms. The source does not give a full episode-by-episode schedule.
Who is making and starring in the series?
Channel 4 commissioned the project, and Curly Media is producing it. The cast includes Deba Hekmat, Jadesola Odunjo, Mia Ito Smith and Felicity Ali.
Which products is the campaign promoting?
The story supports Sol de Janeiro’s Intense Perfume Mists: Cheirosa 62, Cheirosa 59, Cheirosa 91 and Cheirosa 74. The collection was released in August, according to the source report.
Source: rss
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